OLD Media Moves

Study: Financial news consumption rises, readers want recovery information

May 4, 2020

Posted by Chris Roush

U.S. investors are consuming more financial news and are eager for more positive news related to how businesses are planning to recover from the economic disruption of the pandemic, according to a survey released Monday.

The majority of survey respondents (56%) agreed or strongly agreed that they want to see and read more stories about businesses’ plans to recover from the pandemic, while just 13% disagreed. The demand for coverage about businesses’ recovery plans was measurably higher among investors (62%) than non-investors (49%).

Nearly half — 46% — said they are reading or watching more financial news now than they were before COVID-19, while 26% said they are consuming less.

“As more states begin to relax stay-at-home restrictions and businesses across the U.S. weigh their options, investors are clearly hungry for actionable insights on the direction of the economy, financial markets and specific industry sectors,” said Richard Dukas, CEO of Dukas Linden Public Relations, which ordered the study. “These investors are increasingly turning to financial news sources for information to guide their investment decisions.”

The survey queried 1,443 U.S. adults, including investors and non investors, was conducted online by YouGov plc between April 28 and April 29.

Among all respondents, most (60%) said they wanted COVID-19 news to have a more positive focus, such as stories about how businesses are coping with lockdowns, or how communities are flattening the curve of the disease, with only 10% disagreeing.

The preference for more uplifting news is reflected in click-rates on digital media, with 34% of respondents more likely to click on a positive headline than a negative one. Only 7% say they would be more likely to click on a negative headline.

Overall, news consumers also want a break from the constant coverage of the pandemic; 48% said they strongly agree or somewhat agree with the statement that they want to see or read more non-COVID-19 related news, while 21% disagree.

An analysis of the front-page stories in The Wall Street Journal and New York Times from April 27 to May 1 revealed that coverage was most frequently centered on government policy (26.7% of the articles), medical-related issues (13.3%), or the impact on and responses of individuals (23.3%). The tone of the news stories was negative 50% of the time and positive in 27.4% of the stories analyzed.

To ready more on the survey, go here.

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